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We would like to use A/B testing in Journey Builder. I saw there was no such option out-of-the-box, but is there a workaround? When I say "A/B Testing", I don't mean just having a random split to monitor which of the 2 email versions has a better-performing e.g. subject line. Rather, we'd like a standard A/B functionality from Email Studio, whereby Marketing Cloud evaluates how each version of the e.g. subject line performed on the 20% list, and sends the "winning" version to the remainder of the list (80%) automatically.

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  • you can use Random Splits to build A/B testing in JB. – Gortonington Oct 14 '19 at 13:38
  • Hi Nix, can you update your question to specify that you want the AB test to resolve in a “winner” (after a period of time?) rather than just producing an ongoing random split? – Cameron Robert Oct 14 '19 at 13:50
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Yes, the most simple way is to use a Random Split.

After you randomly split the contacts, you can define the Email Activity and use the same email with different subject lines, or add a Wait activity to send it at different times.

The downside of this is that you will have to figure out a way to create reporting, which won't be as easily displayed as the one in the A/B Test in Email Studio. As a workaround, you could include Engagement Splits in your journey, just before the Exit, to see how many subscribers engaged with each version of your email.

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  • Hi zuzannamj, yes that's the workaround that we though of too, but the downside is that the system does not determine "the winning" version of an email and sends it to the remainder of customers. Or am I not seeing the potential of random splits here? – nix9247 Oct 14 '19 at 13:43
  • Yes, you are right, the only way to achieve that using the built-in functionality is to use A/B Test in Email Studio: help.salesforce.com/… – zuzannamj Oct 14 '19 at 13:49

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